The Promise by BBH Singapore
- Location:
Agency:
BBH Singapore
Date: Sep 2019
Singaporean parents with young children have always been squeezed financially between supporting their parents and providing for their children.
NTUC Income (Income) launched a campaign that seeks to end the sandwich generation cycle.
Developed by BBH Singapore, the campaign, which uses the tagline “We can be the last sandwich generation, when we plan our retirement” positions Income as a partner in retirement planning and aims to educate young parents of the role they can play in ending the vicious cycle of financial dependence on their children by planning for their retirement.
Credits
Agency: BBH Singapore
Chief Creative Officer: Joakim Borgstrom
Executive Creative Director: Sascha Kuntze
Creative Directors: Janson Choo & Khairul Mondzi
Account Director: Manavi Sharma
Account Manager: Priscilla Lim
Head of Planning: Thomas Wagner
Strategist: Amanda Lim
Agency Producer: Kim Lim
Production Company: Freeflow Productions
Director: Roslee Yusof
Audio Production: Fuse Adventures in Audio
Client credits:
Chief Marketing Officer: Marcus Chew
Head, Brand Marketing: Chloe Fair
Senior Executive, Brand Marketing: Charis Leong
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